What Is The Importance Of Mass Media? 5 Principles Of Using It

By Author: Prajwal Shirke
Total Articles: 12
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Today you come across two kinds of problems – population explosion and information explosion. The latter only means too much of knowledge. Population explosion means more people to impart knowledge to. This is mainly a concern for a developing country like India – more to learn and more people to teach. To fix these problems, there is a media school in every area of the country, ensuring the right information reaches to the target audience.

The school of communication makes the students creative, active, and efficient. These schools include various mechanical methods that involve new patterns using both human beings and technological advancements. This way the knowledge reaches to more people and rapidly.

How does mass media play an important role in passing the information?

• The medium acts as the message
• The medium could be conveyed via newspaper, over the telephone, radio, television, or internet. However, the way the message gets conveyed varies for every medium
• The effectiveness of the information could change depending on the medium
• Hence, mass media has become ...
... an integral part of every media school to simplify bifurcation of the message

How does it impact the students?

The school of media studies imparts the following knowledge:

• It offers comprehensive coverage of information concerning anything that happens across the world. This way the students need not spend hours sitting in front of the television
• These mediums easily reach groups, allow repeated use, offer more reality, and influence attitudes
• Students can even spread knowledge to remote areas after gaining all the information. It also helps in distant learning
• Mass media studies also act as a catalyst for social change
Precisely why people are reliant on these mediums and use them beyond studies as well.

What should the media schools remember when using mass media as a tool?

• Organisation: The school of media studies should include mass media as part of the curriculum. They should not be taught as a separate course.
• Selection: The professor should properly select and coordinate mass media. They choose the medium based on the need of the students.
• Planning: Mass media should be available according to the need of the programme. Also, the teachers should possess skills to use the media rightly. If not, they should organise for an expert in the field to teach the students, which is part of the planning process.
• Experience: The pupil should connect with the medium who could be a professor from the concerned field, i.e. radio, television, print, internet, and so on.
• Preparation: Professors should learn enough about the medium before using it. They should also know as to where to fit it in the teaching plan. The preparation should include the right presentation and adequate follow-up.

Students who pass out from a school of communication learn mass media and develop the following skills:

• Critical awareness
• Change in attitude
• Become original and creative